Executive Summary

Oct 2019
PROSPECTS
Ongoing demand for largest category of sticking plasters/adhesive bandages

Wound care experienced stable but undynamic demand in 2019. This was driven by higher growth recorded by the largest category of sticking plasters/adhesive bandages which offset the declining demand for gauze, tape and other wound care, which is surprising given the latter’s greater affordability per unit price.

Changing lifestyles support greater demand for certain wound care products

Demand for sticking plasters/adhesive bandages continues to grow in Kenya supported by certain demographics and changing lifestyles. The younger population is increasingly engaged in outdoor activities such as locally organised sports clubs which can naturally result in a higher number of injuries that either need sticking plasters for blood injuries or bandages that can support sprains.

Negligible demand for first aid kits linked to higher initial outlay

While some Kenyans still use traditional methods of combining wound care such as gauze and bandages with home-made ointments, most urban consumers are more likely to opt for the convenience offered by packaged sticking plasters/adhesive bandages. While the latter remains high in cost for lower-income Kenyans, an increasing number of urban households are becoming aware of the need to keep a first aid kit at home.

COMPETITIVE LANDSCAPE
Ray Pharmaceuticals dominates consolidated competitive landscape

Wound care remained a consolidated competitive landscape in Kenya in 2019, dominated by Ray Pharmaceuticals Ltd which offers a wide product portfolio including gauze, sticking plasters, cotton wool, bandages, cotton crepe and swabs. The category remained untapped with limited competition between the players, with second-ranked company Yibin Heng Kang Industrial Co Ltd some way behind the leader.

Manufacturers attempt to gain consumers’ attention through promotional activities

With many products within wound care being fairly uniform and most local consumers content with purchasing basic requirements, players attempt to attract their attention through visual displays in the aisles of grocery retailers, or doctors’ waiting rooms and gain greater visibility. Educational displays also help to reinforce the impact of these campaigns.

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Wound Care in Kenya

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Overview

Discover the latest market trends and uncover sources of future market growth for the Wound Treatments industry in Kenya with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Wound Treatments industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wound Treatments in Kenya market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Wound Treatments in Kenya?
  • What are the major brands in Kenya?
  • What novel technologies are being used in sticking plasters/adhesive bandages?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Wound Care in Kenya - Category analysis

HEADLINES

PROSPECTS

Ongoing demand for largest category of sticking plasters/adhesive bandages
Changing lifestyles support greater demand for certain wound care products
Negligible demand for first aid kits linked to higher initial outlay

COMPETITIVE LANDSCAPE

Ray Pharmaceuticals dominates consolidated competitive landscape
Manufacturers attempt to gain consumers’ attention through promotional activities

CATEGORY DATA

Table 1 Sales of Wound Care by Category: Value 2014-2019
Table 2 Sales of Wound Care by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Wound Care: % Value 2015-2019
Table 4 LBN Brand Shares of Wound Care: % Value 2016-2019
Table 5 Forecast Sales of Wound Care by Category: Value 2019-2024
Table 6 Forecast Sales of Wound Care by Category: % Value Growth 2019-2024

Consumer Health in Kenya - Industry Overview

EXECUTIVE SUMMARY

Ongoing demand for consumer health driven by growing mid-income segment and more affordable generics for less affluent Kenyans
Country continues to look to parallel imports for affordable generics despite local manufacturers supplying high share of Rx products to region
GSK Consumer Healthcare leads fragmented competitive landscape
Chemists/pharmacies remains dominant distribution channel but mobile apps offer consumers innovative way to locate certain products
Consumer health to record positive performance supported by greater uptake of affordable generics

MARKET INDICATORS

Table 7 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 8 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 9 Sales of Consumer Health by Category: Value 2014-2019
Table 10 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 11 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 12 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 13 Distribution of Consumer Health by Format: % Value 2014-2019
Table 14 Distribution of Consumer Health by Format and Category: % Value 2019
Table 15 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 16 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources